Situation

Faced with increasing global competition and a relatively static business, Sonoco’s corporate offices were ready to write-off the industrial market. Rather than lose the business unit, Sonoco Molded Plastics engaged the Center for Economic Growth (CEG) to develop a more efficient sales program for its front-line sales team to follow.

Solution

CEG determined that the best course of action for Sonoco would be to improve the abilities and efficiency of its sales force. CEG engaged Lorraine Ferguson, owner of Direct Impact Associates, a strategic partner and local provider of Sandler Sales Training products. The Sonoco sales team with the Chatham, NY plant attended customized Sandler Sales Training classes for lead generation and management over a 12-month period.

During these classes the Sonoco Industrial Sales team underwent intensive training focused on lead generation techniques, improving their efficiency and close ratios, and developing an accountability structure for the team.